Addressing the crisis in creativity - Orlando Wood, System1

System1's Orlando Wood introduces his new book Lemon : How the Advertising Brain Turned Sour, which looks at uses a unique mix of neuroscience, cultural history and advertising research, the study shows how an increase in abstract, left-brain thinking has spread across business and popular culture and how this is undermining creativity and making advertising less effective. Crucially, it also provides practical advice to reverse this decline. Pick up your copy of Lemon at ipa.co.uk/lemon or effworks.co.uk